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Dignity Health Returns with More Found Footage in New Campaign

Together, Dignity Health and Eleven helped advance the concept of “found footage” in broadcast advertising when they launched the breakthr...

Together, Dignity Health and Eleven helped advance the concept of “found footage” in broadcast advertising when they launched the breakthrough 'Hello humankindness' campaign five years ago. After finding success with this untraditional approach, Dignity Health and Eleven have created nearly 10 found footage ads – all of which underscore the importance of humankindness and demonstrate that we all hold the power to heal.

Though big-budget, blockbuster TV advertising campaigns are still a mainstay for many brands, the advent of new technologies, mediums and emotional storytelling makes it easier than ever for companies - like Dignity Health - to get their messages across sans actors, exorbitant production budgets, and celebrity endorsements. In fact, awareness of Dignity Health since the found footage spots started airing has increased 7-fold.

Mark Viden Quote: “We don’t need to recreate those moments of human kindness, as they’re already out there,” said Mark Viden, Vice President of Brand Marketing at Dignity Health. “The reason we use found footage as a strategy is that it’s the best way to authentically align what our company stands for with the outside world. What better way to communicate our mission as a healthcare brand through these real and powerfully human moments.”